Yesterday was the launch of the International Starbucks Christmas promotion. Tuesday the stores looked like… well… a typical Starbucks location. Wednesday, the stores were refreshed and re-merchandised… dressed for Christmas.
And the traditional Christmas Red Cups are back.
In Paris this marked the launch of the limited time and seasonal flavors: Creme Brulee and Cherry Mocha Latte (tastes like chocolate covered cherry – yum!). In the US, Egg Nog Latte’s will be back on the menu.
Years ago Starbucks decided to change the cup color – from white to red – to signal the start of the Christmas holiday. Now, store employees (partners) and customers alike get excited for the return of this annual tradition. The net affect? Along with the launch of Christmas gift items, and seasonal drinks… the stores get an extra pump of energy and an extra shot of enthusiasm.
Sure, underneath it all this is a marketing ploy to build incremental traffic and drive first quarter sales… But it has become more than that. Customers have formed an emotional connection with Starbucks and their cup with red ink on it.
Tactics such as these serve as monotony breakers to the day-to-day retail experience. When done properly, and consistently over time… people can build stronger emotional connections to your brand.
What traditions could you celebrate at your location with your customers? How can you make today’s visit stand out?
Word of Mouth Crash Course
Learn Word of Mouth Marketing
Idea Sandbox friend, and Word of Mouth (WOM) guru Andy Sernovitz is hosting a small-group, word of mouth, marketing seminar.
Usually he only offers private training for companies at a very large price, so this is a rare chance for 50 people to get the best introduction to word of mouth that there is. (Andy is also the author of “Word of Mouth Marketing: How Smart Companies Get People Talking” and the founding CEO of WOMMA – the Word Of Mouth Marketing Association… so he knows his stuff).
Andy is offering Idea Sandbox readers a $250 discount. Use code “weloveideasandbox” when you register. Nice!
This practical, hands-on, one-day course will deliver…
- Master the five steps of word of mouth marketing.
- Construct an action plan that your company can start using the very next day.
- Get the same training that big corporations (Microsoft, TiVo, eBay) have received — for a fraction of what they paid.
- Know how to translate word of mouth marketing into real ROI.
- Participate in an active, intense day of practical brainstorming (not boring theory).
- Learn from Andy Sernovitz, the guy who literally wrote the book on word of mouth marketing.
Andy has promised, “You will learn a repeatable, proven marketing framework that is easy to execute, affordable, and provides measurable results within 60 days.”
If you want to spread WOM about this course (and the offer) click to use these tools from Andy’s site.